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Arturo Camargo, Head of Growth at Headway

The Mobile Masterminds are a growing group of dynamic marketers from all over the world. Each busy professional takes the time to contribute their insights and perspectives to help others navigate the important topics in the industry. We had the chance to get to know one of our first and most prolific Mobile Mastermind contributors, Arturo Camargo, who is the Head of Growth in LATAM at Headway. Below is a glimpse into the much larger story of a passionate self-educating, chronically curious, growth marketer.

So Arturo, to get started, where are you from, where do you live now, and do you like it?

I am from Mexico City, I live there now, and I absolutely love it. The city is busy, crazy, and there is always something happening. It is one of three major startup and tech hubs in Latin America so everybody that is anybody has some kind of connection to the city. It’s a very open collaborative feeling, and if you know what you are doing you can get in touch with really anyone you might want to, in the LATAM ecosystem.

And where are you now, in the digital advertising world?

On LinkedIn my title says Head of Growth in LATAM at Headway, but in this industry, a Growth title can mean a lot of things. For me, it means I get to work with all sorts of mobile apps, from all different verticals. I find out what they are doing right, where their growth strategies are weak, and implement the right mix of tools and strategies to improve any weak points and ensure the app reaches its maximum potential.

How did you first get into the digital marketing industry?

I first started digital marketing at 14, when my father’s friend asked me to build his hardware store website. After building the site I realized it wasn’t increasing sales, so I began to look for ways to make it profitable. I started learning Google AdWords and building campaigns. After a year and a half, the e-commerce efforts were contributing around 40% of the companies revenue and I had developed a deep interest in the industry.

How did you get into mobile apps specifically?

I worked for a digital agency and got a lot of good experience and exposure to different digital strategies. Later, I took a position with InstaFit, which is a fitness platform for the Spanish speaking market. I joined when they were pivoting from web to mobile app, so I built my first tight-knit mobile growth team to launch, optimize and grow the app. We were literally just a UX and UI developer, a data analyst, a product manager, and myself. I loved the way we worked together. We were very agile, running 5 to 10 tests a week on everything from design to user workflows and pricing. Apps are such an exciting space, there is so much potential to create products, improve them, and connect with users, and the industry moves fast.

What is your favorite aspect of app marketing?

I am into growth. I am not specialized in one specific thing, because there is no SINGLE solution that solves every problem. You have to be able to work with a wide range of strategies to take advantage of every growth opportunity. Growth for one company might come from making app store optimizations, for another, it might come from paid channels, and another it might need to make serious changes to their product. To be successful I have to be able to make intelligent and data-driven hypotheses, test them, and implement the strategies that make sense.

What experiences prepared you to face the marketing challenges you currently face as a growth marketer for multiple apps?

My experience at InstaFit app was invaluable because I got to see what it feels like for the clients I work with now. At InstaFit we had tight budgets, limited resources, and although we wanted to test everything, we also couldn’t waste time on solutions that didn’t bring results. Because of that, when clients come to me now, I know I give good advice because I know how to find solutions that fit their available resources and objectives.

What is the tool you can’t live without?

This is probably not the type of tool you are hoping I will mention but, I am a life long addict of Google Search. Honestly, I don’t know what I would do without the ability to look up everything with a few keystrokes. I am constantly researching and reading about news and emerging topics, and it is partially why I enjoy being part of the Masterminds community. The way we share ideas and insight today is changing the world, and it feels good to be a part of that exchange.

What is a big mistake a lot of apps make when it comes to growth?

Like I said before, it’s impossible to generalize, but one thing I see frequently is less than optimal app store listings. Some clients come to me looking for hacks to squeeze better performance out paid campaigns or they want to build out social or influencer channels, and they don’t realize the traffic they are already getting is dropping off in the app store. By tweaking search terms and conversion rate optimizing there’s a lot of potential to improve how people find your listing and make sure they convert. It can literally make or break an app, but ASO continues to be a bit of an afterthought for a lot of people.

Where do you see yourself in a few years?

Honestly, I hope to be in the same environment, continuing to build products and hacking new channels. At the moment, apps are navigating things like influencers and ASO, but in a few years there will be new challenges, and new channels to explore. I look forward to continuing to innovate and experiment, and help apps reach their north star.